DAY 20. Luis Gustavo Dias

– english

About Luis Gustavo Dias:

Luis Gustavo Dias is the president of the company Adere Produtos Auto Adesivos Ltda (auto adhesive products). He graduated in chemical engineering from Mackenzie, with an MBA in executive management from Fundação Dom Cabral (Dom Cabral Foundation). He has a specialization in printing and paper processing by EFPG (Ecole Francaise de Papeterie et des industries Graphiques) – in Grenoble / France.

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What is your impression about a brand called Brazil?

When I am outside the country I am full of pride. But when I’m here…

In Europe, in the U.S. and even in China people are glad to know that I’m Brazilian. They say that we’re fine. That the economy is doing great. That we are a potency. And look now: that Lula was a good president. Etc, etc, etc…

Besides, of course, the football and the carnival.

Speaking of football and carnival, before these were the only two things that were spoken about Brazil coming from those who knew that Brazil existed. Sometimes they dropped the ball wondering if our capital was Buenos Aires and if we socialized with wild animals in our backyards.

Except for the part of football and Carnival we know that reality is not limited only to a bed of roses.

We have a country drowning in corruption. With an African education. With a government that does not know where it’s going. It has no strategy and wants to solve the problems by making patch.

Certainly the “Brazil brand” is worth much. It transmits an image of warmth, joy, dynamism and hope.

It’s not by chance that more than 50% of the Havaianas flip-flops sold abroad are carrying the Brazilian flag in one of its strips.

I think people identify with everything good that Brazil is and many would like to be like this.

We have everything to become a great nation. A nation of people who care about others and not of people who just want to take advantage of their neighbors.

Problems, all countries have. I’ve never been stolen in Brazil but I’ve been stolen in Spain and in France. It is ironic. But in these countries the Justice works. If you are caught you will have to pay. No matter the value of your bank account.

In short, after putting all of this out of my chest I would say that Brazil as a brand is very well, but as product it needs a lot of improvement.